1. WHAT IS THE PURPOSE OF A MUSIC
VIDEO?
• To sell the song
• To invoke a reaction within the audience, making the song memorable
• To give the listener a deeper understanding/alternative angle of what the song
means
• To reach out to global audiences (YouTube, Vimeo, VEVO)
• For marketing purposes – to expose and expand the profile and credibility of the
artist
• To win further awards (such as MTV Video Music Awards, specifically created to
celebrate music videos)
• To help elevate the song to ‘iconic’ status (Michael Jackson Thriller video)

2. 1) PERFORMANCE BASED
• Feature artist/band performing
throughout
• Often lower budget videos
TYPES OF MUSIC
VIDEOS
2) NARRATIVE BASED 3) CONCEPT BASED
• Usually involves actors • Unusual or unique
• Story can be linked to lyrical • Often features a particularly
content, or be more interesting filming or editing
symbolic technique
• Telling a story through a • Uncommon for a video to be
moving image fully conceptual in the
commercial music industry
• More popular with
underground/unsigned acts